HUMMER VISUAL STRATEGY GUIDE
HUMMER VISUAL STRATEGY GUIDE
TABLE OF CONTENTS
01 BRAND IDENTITY Brand Introduction Brand Timelin
7 11
02 PERSONA DEVELOPMENT Viable Personas Non-Viable Personas
15 21
03 IDENTITY FORMATION Brand Gird Current Competitors Adjacent Competitors Aspirational Competitors Brand Attributes
25 29 31 33 35
Hummer The Visual Strategy Guide
01/
Feishi Yu / 04681881 / Nature of Identity
BRAND IDENTITY
Brand Introduction Brand Timelin
7
Hummer The Visual Strategy Guide
BRAND INTRODUCTION
Brand description/history On this day in 1983, the Pentagon awards a production contract worth more than $1 billion to AM General Corporation to develop 55,000 High Mobility Multipurpose Wheeled Vehicles (HMMWV). Nicknamed the Humvee and designed to transport troops and cargo, the wide, rugged vehicles entered the spotlight when they were used by the American military during the 1989 invasion of Panama and the Persian Gulf War in the early 1990s. HUMMER was a brand of trucks and SUVs, first marketed in 1992 when AM General began selling a civilian version of the M998 Humvee. In 1998, General Motors (GM) purchased the brand name from AM General and marketed three vehicles: the original HUMMER H1, based on the military Humvee, as well as the new H2 and H3 models that were based on smaller, civilian-market GM platforms. By 2008, HUMMER’s viability in the economic downturn was being questioned, and it was placed under review by GM management. Rather than being transferred to the Motors Liquidation Company as part of the GM bankruptcy in 2009, the brand was retained by GM, in order to investigate its sale. In 2009, a Chinese manufacturer, Sichuan Tengzhong Heavy Industrial Machinery Company, announced that it would acquire HUMMER, pending government approvals, but later withdrew its bid. On February 24, 2010, Reuters reported that the Chinese ministry of commerce had prevented the deal, although a ministry spokesperson denied rejecting the application, which had been stalled for eight months. At the end of February, General Motors announced it would begin dismantling the HUMMER brand. Although the automaker announced two days later that it had been approached with new offers, by April 2010, any sale became unlikely, as inventory was depleted and Hummer dealerships began shutting down. After filling a rental-car fleet order, the last Hummer H3 rolled off the line at Shreveport on May 24, 2010.
Feishi Yu / 04681881 / Nature of Identity
Brand Logo
Rebranding potential I think this brand does have a lot of potential because I think at the beginning it was designed for the army and represents the protection and its unbreakable appearance gives people courage and encourages people to adventure.
Future expansion I think Hummer used High level material for cars it could represent high level protection, it can connect with some sport protective equipment, spread the spirit of adventure and courage while protecting people.
9
Hummer The Visual Strategy Guide
BRAND INTRODUCTION
The Brand Soul Adventurous and unbreakable.
The Mission Statement Our mission is to encourage people to experience adventure, and make them unbreakable, not only physically but also mentally.
Feishi Yu / 04681881 / Nature of Identity
Keywords Unbreakable Because the hummer’s spirit includes toughness, we hope it can let people’s become unbreakable in outside and in heart.
Adventure we want to keep the hummer original spirit to encourage people explore and adventure.
Adaptability Because the hummer is suitable for military and civilian use. It can handle many situations.
11
Hummer The Visual Strategy Guide
HUMMER’S TIMELINE
Willys beagan manufacturing MA and MB 1/4-ton trucks for the US Army, An estimated 363,000 Jeeps were produced by Willys during World War II.
AM General rolled the first Humvee off the assembly line of their new South Bend facility. The first HMMWV was a standard Military vehicle.
1940
1985
1907
1979
Car dealer John Willys took over the finacially trouble Overland car company and established Willys Overland in Toledo, Ohio.
The United States Army was seeking contractors for a new “High Mobility multi-Purpose Wheeled Vehicle” which could follow the tracks and ruts of full size army trucks(HMMWV).
Feishi Yu / 04681881 / Nature of Identity
y
The Hummer is acquired by General Motos. AM General continues to assemble and maintain parts, training and warranty support.
GM began producing the Hummer H3 at its Port Elizabeth plant in South Africa for international markets.
GM announced the Tengzhong deal had collapsed and the Hummer brand would soon shut down.
1999
2006
2010
1992
2002
2009
AM General began selling a civilian version of the M998 Humvee vehicle to the public under the brand name “Hummer”.
AM General began assembling the Hummer H2, a new “next generation” sport utility vehicle design by GM, at a new factiory in Mishawaka.
A Chinese manufactuere announced that it would aqquire Hummer, pending goverment approvals, but later withdrew its bid.
13
Hummer The Visual Strategy Guide
02/
Feishi Yu / 04681881 / Nature of Identity
PERSONA DEVELOPMENT
Viable Personas Non-Viable Personas
15
Hummer The Visual Strategy Guide
VIABLE PERSONAS
Student Alex Jackson 25 Photography student San Francisco He is fan of Bear Grylls. He often invites his friends to go outdoors with him. He likes to go outdoors photograph because He likes to explore unknown areas. He like to watching National Geography. He will check his equipment when he goes outdoors because he doesn’t want to hurt himself. He like the nature life because he likes to take photos from the nature. He wants to find some outdoor activities group.
Feishi Yu / 04681881 / Nature of Identity
Trainer Ben Wilson 32 Personal trainer Los Angeles He has a heathly body because his job. He cares about his own body because he doesn’t want to get injured. When he resting, he like to go outdoor activities such like hiking because he likes to close to nature that make him feel good. He wants to discover some unknow area because it makes he feel exciting. He has enough income to support him to do or buy everything he wants. He often organizes his trainee to go out for adventure together. He has a big truck car because he likes large car.
17
Hummer The Visual Strategy Guide
VIABLE PERSONAS
Businessman Daniel James 43 Businessman Washington D.C He has some heathly problems because of his long term high stress work. He likes to travel because he like to adventure but he hasn’t travel for a long time because his business. He tried to do more activities because the doctor suggested. He decided to take a break because wants to spend time to go outside. He has enough money to support his hobby. He always makes the right decision because of his experiences.
Feishi Yu / 04681881 / Nature of Identity
Nurse Grace Taylor 30 Nurse New York She knows the importance of safety protection because her job. She likes to communicate with different people and she has passionate with strangers. She has a large dog because it makes she feel safe. She often goes to the nation park to walk the dog. She goes runing or hiking when she at free time because she likes to be active. She likes to take care of others because her job. Â She has been trying new things because she wants to challenge herself. Â
19
Hummer The Visual Strategy Guide
VIABLE PERSONAS
Graphic Designer Jing Wang 26 Student San Francisco She came to SF for study and learning different culture. She love to learning something new. She often travels during vacations because she likes to exploring nature and adventure. She often play sports because she wants to be active. She goes to school by bike. She wants to try some new excitement things because she came into a new surroundings. She rarely goes out because she has lots of homework. Â
Feishi Yu / 04681881 / Nature of Identity
Family Man Jimmy Harris 36 Manager Houston He likes to find some interesting activities because he wants to teach his children to be active and adventure. When he has time, he likes to spend time with his family. He always prepare and provide good protection for his son, He puts the safety of the child first. He feels that experience can make people stronger,so he likes to adventure and do new things. Sometimes he takes his family go road trips. He cares about safety, so before he starts his trip, he always checks his equipment. He likes to talk with various group of people because it can let he get more information. Â
21
Hummer The Visual Strategy Guide
NONVIABLE PERSONAS
Workaholic John Davis 35 Computer engineer San Jose He is a workaholic because he loves his work. He spends a lot of time working on the computer because his work. He believe only work can make his life better. He has no idea about the outdoor activities. He think spend time on other than work is waste time. He doesn’t like new things because he is afraid of change. When he has free time he likes to go bed and sleep.
Feishi Yu / 04681881 / Nature of Identity
9 to 5er Mary Morris 40 Bank employee Houston Her daily life is very monotonous, after her working she back to home. She go to work and off work be on time everyday. She likes to be quiet, doesn’t like noise, especially hate the huge roar of cars. She doesn’t like outdoor activities. She like stays at home and watching TV or newspapers. She doesn’t have any car because she like to walk. She doesn’t like try some new things.
23
Hummer The Visual Strategy Guide
03/
Feishi Yu / 04681881 / Nature of Identity
IDENTITY FORMATION
Brand Grid Current Competitors Adjacent Competitors Aspirational Competitors Brand Attributes
25
Hummer The Visual Strategy Guide
THE BRAND GRID Original
HUMMER
Feishi Yu / 04681881 / Nature of Identity
Current
HUMMER
27
Hummer The Visual Strategy Guide
THE BRAND GRID Future
HUMMER
Feishi Yu / 04681881 / Nature of Identity
29
Hummer The Visual Strategy Guide
CURRENT COMPETITORS The current competitor is the company that offers the same products as Hummer. Although there are many car brands on the market, Hummer is the most outstanding off-road performance vehicle with an unbreakable appearance.
Both Jeep and Hummer were designed based at military and these are both off road oriented vehicles. Jeep has been an iconic 4x4 sport utility vehicle for the past 70 years.
Land Rover is a brand new car which is really good for driving out of the city and in the roads. It’s a big spacious car for putting lots of stuffs at its back. Same as Hummer, this car is proper for off road and having fun.
Chevrolet is the largest brand under the General Motors Group. Chevrolet is considered to be the most successful car brand in the world in terms of cumulative car production. It ranks first in the US sales ranking.
Toyota motor Corporation is a Japanese multinational automotive manufacturer. As of 2017, Toyota is the world’s second-largest automotive manufacturer.
Feishi Yu / 04681881 / Nature of Identity
GMC sells pickup and commercial trucks, buses, vans, military vehicles, and sport utility vehicles marketed worldwide by General Motors.
The BMW X3 blends parcticality and design in a sports activity vehicle that can do it all. It is a big car same as Hummer but its appearance is beautiful and luxury.
Ford Raptor is one of the best car for off road. Very strong and big car which is one of the only vehicles that can travel off-road at high speeds.
Nissan was the first car-based company in Japanese history and was founded in 1912. It is now the second or third largest automaker in Japan.
Audi was originally based in Germany and has its roots at Ingolstadt, Bavaria, Germany.
Honda Motor Company is a Japanese public multinational conglomerate corporation primarily known as manufacturer of automobiles, aircraft, motorcycles, and power equipment.
31
Hummer The Visual Strategy Guide
ADJACENT COMPETITORS The adjacent competitors are companies that offer similar or related products or services to Hummer. But they all related to adventure and give unbreakable felling.
Yamaha Motor Company Limited is a Japanese manufacturer of motorcycles, marine products such as boats and outboard motors, and other motorized products.
Harley-Davidson Motor Company is an American motorcycle manufacturer. Its locomotive has a unique design and outstanding performance.
National Geographic is an American digital cable and satellite television network and flagship channel. A word leader in geography, cartography, and exploration.
24 Hour Fitness is a privately owned and operated fitness center chain headquartered in San Ramon, California. It is the world’s second largest fitness chain based on memberships after LA Fitness and the third in number of clubs.
Feishi Yu / 04681881 / Nature of Identity
Ducati is a group of companies, best known for manufacturing motorcycles and headquartered in Borgo Panigale, Bologna, Italy. The group is owned by German automotive manufacturer Audi through its Italian subsidiary Lamborghini, which is in turn owned by the Volkswagen Group.
A Zippo lighter is a reusable metal lighter manufactured by American Zippo Manufacturing Company of Bradford, Pennsylvania, United States of America. Thousands of different styles and designs have been made in the eight decades since their introduction including military versions for specific regiments.
Six Flags Entertainment Corporation, also known as Six Flags Theme Parks or simply Six Flags, is an amusement park corporation based in the United States, with properties in the US, Canada and Mexico. It is the largest amusement park company in the world, based on the number of properties owned and is ranked seventh in terms of attendance.
The Discovery channel is dedicated to producting the world’s highest quality documentary films on the wild documentary, historical civilization, and survival adventures.
With Adventure Unbound, you can embark on a high-octane adventure to Eastern Europe, North America, Latin America, Africa or either of the polar regions. The company started life in 1979 as ROW Adventures and originally specialized in whitewater rafting expeditions. Today, it has expanded to include all kinds of adventurous pursuits and is the brand of choice for adrenalin junkies.
iFLY indoor skydivig makes the dream of flight a reality with indoor skydiving in a safe and fun enviornment.
33
Hummer The Visual Strategy Guide
ASPIRATIONAL COMPETITORS Aspirational competitors are companies that offer similar products or services in the same direction as Hummer’s future development. The new Hummer focuses on providing the product and service that to encourage people to experience adventure, and make them unbreakable, not only physically but also mentally.
Recreational Equipment, Inc., commonly known as REI, is an American retail and outdoor recreation services corporation. It is organized as a consumers’ cooperative. REI sells sporting goods, camping gear, travel equipment, and clothing. It also offers services such as outdoor oriented vacations and courses.
Red Bull is an energy drink sold by Red Bull GmbH, an Austrian company created in 1987. Red Bull has the highest market share of any energy drink in the world, with 6.790 billion cans sold in 2018.
WillPower Training Studio specializes in sports performance, strength and conditioning, personal training, and small group fitness classes.
The North Face is an American outdoor recreation product company. The North Face produces clothing, footwear, and outdoor equipment.
Feishi Yu / 04681881 / Nature of Identity
Monster Energy is an energy drink introduced by Hansen Natural Company (now Monster Beverage Corporation) in April 2002.
Association of Outdoor Recreation and Education(AORE) is the premier organization dedicated to serving the needs of recreation and education professionals in non-profit setting.
The original high intensity interval workout. Barry’s Bootcamp tones muscle and maximizes fat loss with a combination of running and weights.
Montana adventure club is an organization about outdoor adventure.
Patagonia is a designer of outdoor clothing and gear for the silent sports: climbing, surfing, skiing and snowboarding, fly fishing, and trail running.
Salomon produces products for various sports markets, including trail running, hiking, climbing, adventure racing, skiing, and snowboarding in over 40 countries on five continents.
35
Hummer The Visual Strategy Guide
BRAND ATTRIBUTES
Brave Adaptab
Multipurpose Cheap
Off-Road
Guardin
Mobility
Tough
Powerful Comfortable
P
Res
Fake Tough
bility
Feishi Yu / 04681881 / Nature of Identity
Energetic Courage
hness
Passion
silience
Exquisite
Unbreakable
Cowardly Energy Saving
Adventure
37
Hummer The Visual Strategy Guide
This book is a non-commercial project for education purposes and is not intended to represent the Hummer brand.
TYPOGRAPHY Akzidenz-Grotesk
DESIGN Feishi(Leo) Yu
INSTRUCTOR Hunter wimmer
COURSE GR 604 02 The Nature of Identity
PRINTING&BINDING Blurb
Feishi Yu / 04681881 / Nature of Identity
39